Stone-topped tables look contemporary and the earthy texture is right at home in the desert. A better exchange rate, though, means Italian design will soon arrive in the Southwest, where it works quite nicely. The accessible, egalitarian design resulted in a huge cross section of Italian society driving a Fiat 500. Is the long experience that makes it possible to make designers and artists’ ideas concrete.
We have some products that were designed by Morrison or other designers 20 years ago that were at the beginning maybe too avant-garde, but we sell more now than in the past. An ideal mix of skills in which established professionals and young designers coexist coming from the most important Italian and international design schools. In addition to the bodywork, the design included handlebar-mounted controls, forced air cooling, wheels of small diameter, and a tall central section that had to be straddled. Vespa and Lambretta are two important pieces of Italian history and they keep at be a people heart’s piece. Following plenty of requests and two years of design development later, the small brand launched in order to produce and sell the handcrafted products and simultaneously form a platform for promoting Italian craftsmanship.
This last mentioned Italian industry became in a few time the second world-wide exporter after United States, with objects created by Alberto Rosselli, Marco Zanuso, Achille Castiglioni , Piergiacomo Castiglioni and Gino Valle (he cooperated for a long time with Rex-Zanussi company).
As Jonathan Martin, International Directory of Company Histories once said: A preoccupation with design developed into a comprehensive corporate philosophy, which embraced everything from the shape of a space bar to the color scheme for an advertising poster.
Giulio Cappellini: The main problem with a lot of Italian companies is that they’re very well known worldwide with lots of products in different art museums, but really they are too small for the international market, and today really the market is the world.